There’s significant upside to adopting email marketing. It generates the highest return on investment (ROI) out of the most common digital channels, earning businesses an average of $38 for every dollar invested, according to a VentureBeat Insight study. It also cites that “84% of marketers believe email is important or critically important for customer loyalty.”

What they should improve: It's probably more of a feature than a bug but definitely one of the things I don't find ideal – you're completely dependent on Amazon SES. Because of that, the setup process takes a lot longer than for other newsletter tools. You have to register for two different services and Amazon requests a lot of information from you.
Targeting emails based on engagement is a powerful way to get more subscribers to interact with your emails. If you’re using a popular email marketing tool like Aweber, Constant Contact or MailChimp, you should know that these companies have built specific features for this purpose. You can easily use these tools to segment your email list based on the type of subscriber activity.
Purchased lists are ineffective, and they impact everyone else who uses Mailchimp, too. If you send emails to a list of people whose contact info you bought, many of the emails will get identified as spam. Some spam filters will flag a campaign if anyone with the same IP has sent spam in the past. When you use Mailchimp, your email is delivered through our servers, so if one person sends spam, it could prevent other users’ emails from reaching inboxes. But by forbidding Mailchimp users from using purchased lists, we increase deliverability for everyone.

A/B test your headlines – For emails going to larger audiences, don’t be afraid to test different types of subject line. If you are contacting several hundred prospects at once via autoresponder, try a handful of different headlines to see which perform best. Software that supports A/B testing in a single batch is even more effective because you can keep all variables static except for the subject line.

Honor opt-out requests promptly. Any opt-out mechanism you offer must be able to process opt-out requests for at least 30 days after you send your message. You must honor a recipient’s opt-out request within 10 business days. You can’t charge a fee, require the recipient to give you any personally identifying information beyond an email address, or make the recipient take any step other than sending a reply email or visiting a single page on an Internet website as a condition for honoring an opt-out request. Once people have told you they don’t want to receive more messages from you, you can’t sell or transfer their email addresses, even in the form of a mailing list. The only exception is that you may transfer the addresses to a company you’ve hired to help you comply with the CAN-SPAM Act.
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